Naming the Future of Luxury Hospitality

AMAALA was one of the first giga-projects launched under Saudi Arabia’s Vision 2030 and BRASH’s first project for the Public Investment Fund in 2018. This was not simply a tourism destination. It was the creation of a new kind of ultra-luxury experience built around wellbeing, sustainability and discovery. The challenge was to capture the feeling of discovering somewhere untouched – the modern equivalent of Columbus arriving in the Bahamas in 1492 – and turn it into a brand with global appeal.

Working closely with the leadership team, BRASH created the name AMAALA, one of the agency’s strongest naming projects to date. The name suggests purity in Sanskrit while also carrying meaning and optimism in Arabic, giving the brand both international elegance and regional depth. We built the brand around the idea of “Captivating Radiance”, positioning AMAALA as a place of personal transformation set against the natural beauty of the Red Sea. BRASH also created the project’s official bilingual launch film in English and Arabic in a single weekend for Crown Prince Mohammed bin Salman’s presentation to King Salman. Shortly after, we helped AMAALA launch compellingly and internationally at the Monaco Yacht Show alongside NEOM and The Red Sea Project.

AMAALA’s launch needed to feel more like a private world than a luxury event. With less than four weeks to deliver, BRASH created Experience AMAALA; an immersive VVIP experience inspired by the Red Sea, from ocean-plastic gifting and coral-inspired design to personalised scenting and cinematic projection mapping. The launch in Monaco, ended with a landmark partnership signing with the Prince Albert II Foundation attended by Prince Albert himself, generating major international media attention and helping position AMAALA as one of the world’s most ambitious luxury destinations. With the AMAALA Yacht Club underway and completion planned for 2027, the project is set to redefine luxury tourism in the region and open the Red Sea to a new generation of global travelers.